If you’re not utilizing storytelling in your direct mail campaign, you’re missing out.
Here at Worcester Envelope Company, we’re proud to be your premier source for direct mail envelopes in the United States and beyond, and, as such, we’re always looking for new, innovative ways to make your direct mail marketing campaign more effective. There are so many best practices out there that can help your campaign stand out, but so many companies are missing out on one of the most effective strategies — storytelling. Unfortunately, very few companies utilize storytelling in their direct mail campaigns and other marketing strategies, but luckily, that will only make you stand out more when you use your direct mail campaign to tell a story. So, what makes storytelling such a powerful tool for direct mail and other marketing campaigns? Here are a few of the many reasons why you should include storytelling in your marketing strategy:
#1. Stories help to motivate people to action.
From the time we are young, many of life’s biggest lessons are communicated through stories. In children’s books and folk tales, we learn everything from why sharing is important to what to expect on the first day of school. Each story we are told has its own moral that compels some sort of action, whether the moral is to treat others around you with respect, to never trust a stranger or any other lesson. In marketing, the moral of a story is your call to action. And, since people are taught from a young age to learn from and act on the lessons and morals they learn from these stories, they can be incredibly powerful in terms of calling your audience to take an action.
#2. Stories help to create memories.
For the same reason why morals to stories are so impactful on humans, stories are also memorable to us as humans. From childhood, we are taught to listen to and remember stories, and the impacts that stories have on us are just as powerful for adults as they are for children. While we may not remember every detail of a story, most people will remember the important parts. And, since an effective marketing campaign is a memorable one, it’s easy to see how powerful storytelling can be in your marketing campaign.
#3. Stories help to make your content more exciting and enticing.
What’s so interesting about sending your audience yet another mailer about the same old offer or the same old service? Nothing, that’s what. While repetition is critical to the success of any direct mail marketing campaign — and any business — you can’t expect to keep your audience engaged if you send them the same old content over and over again. But, how do you make your content more exciting, enticing and noticeable? Tell a story! Stories help to add a whole new level of interest for even the most boring content, making it both engaging and interesting. Stories create more interest because people actually want to read them. In fact, a whopping 92 percent of consumers say they want ads to feel more like stories. Stories help to breathe new life into old, stale content like nothing else. So, if you’re having trouble coming up with something new for your direct mail campaign, try giving storytelling a whirl.
#4. Stories establish emotional connections.
Connecting with your customers on an emotional level is one of the most important things you can do for the continued success of your business. When your customers are emotionally connected to your business, they are much more likely to work with you again and again in the future. Additionally, customers who feel emotionally connected will also be more likely to refer their friends and family to you. This emotional connection also makes your business, marketing campaign and product or service stand out in a much more profound way. That emotional connection is yet another reason why stories are so powerful in marketing. When people are exposed to an event or story that is particularly emotionally charged, it stimulates the release of dopamine from the brain, which helps to cement it into memory.
#5. Stories engage the senses.
What makes stories such incredible tools for engaging emotion and creating memories? One of the biggest reasons stories are so memorable is because they engage many different senses. The right story will help your audience to not only read your message but also to taste, smell, hear and feel your message like never before. If you’re just reading bare data, the only parts of your brain that are working to process the data are the parts associated with language. On the other hand, when you’re reading a story, it engages all of the parts of your brain that would be engaged if you were actually living the story in person. The difference between raw data and a story is the difference between absorbing information and experiencing it first hand. There’s just no comparison.
Let us help you tell the right stories through your direct mail campaign.
As you can see, storytelling is an incredibly powerful tool in any marketing campaign, whether it’s direct mail, email or any other strategy. If you’re looking for new and exciting ways to get your message out and tell your own story, you’ve come to the right place. At Worcester Envelope Company, we offer direct mail envelopes that can be customized to your own unique needs. Contact us today for your free, no-obligation product quote!